Stats, Facts & Future Trends – January 2017

Stats, Facts & Future Trends January 30th, 2017

This month, we discover the tiny amount of time advertisers have to attract digital audiences, the mobile trends shaping 2017, and why people don’t feel represented by brands.

B2C marketers need to give content marketing time

Content Marketing Institute, the US trade body for content marketing, have released their annual research into B2C marketing, which finds that that content marketing has taken a turn for the better. The report, titled B2C Content Marketing – 2017 Benchmarks, Budgets and Trends – North America, concluded that:

  • 62% of B2B marketers consider their organisation’s approach to content marketing to be more successful than a year ago.
  • 77% of B2C marketers report that they’re doing a better job with content creation, while 71% are developing or adjusting their content marketing strategy.
  • 78% agree they can demonstrate, with metrics, how content marketing has increased audience engagement.
  • However, of the 23% of B2C marketers who say their overall success is about the same as one year ago, 48% say there’s not enough time devoted to content marketing.

“Too often, marketers expect quick results from content marketing, but it simply doesn’t work that way,” says Joe Pulizzi, founder of the Content Marketing Institute. “Time and commitment go hand in hand. Your organisation must be committed to content marketing if you’re going to see results and eventually be able to demonstrate ROI. Patience is often a missing, yet crucial ingredient if you want to be successful. Time and again, we see that it takes 12 to 24 months to get results, which is why commitment is so important.”

Source: Content Marketing Institute
To read the full article, click here

Digital audiences work in milliseconds

Advertisers have milliseconds to attract digital audiences, according to new research by Fairfax. The Australian publisher carried out an eye-tracking research study to analyse the visual behaviour of both desktop and smartphone readers of its Sydney Morning Herald site, and found that:

  • Digital advertisers have just milliseconds to make an impact on a mobile website.
  • According to a Facebook study, people are able to recall content from their mobile newsfeed with as little as 0.25 seconds of exposure.
  • Ad positioning is more important than size. A break-up middle ad position on a home page viewed on a mobile scored an average ad view of 1.56 and visual penetration of 86%, but comparable figures for a banner top ad position were 0.86 and 41%.

Better than either positioning or size, however, is native advertising. As long as the advertising is relevant, on-brand and features strong visuals, branded articles delivered 20 times greater cut-through than standard ads, with consumers spending an average of 50 seconds with the content.

Sources: Fairfax, Facebook

To read the full article, click here

Brands open accounts on Snapchat but many are inactive

New research has found that Snapchat adoption among brands increased throughout 2016, but many of these branded accounts were quickly abandoned. The research, conducted by L2, found that:

  • The percentage of brands that have a Snapchat account increased across all verticals between January and September 2016.
  • Approximately 90% of active wear brands and 78% of beauty and fashion brands had a Snapchat account as of September 2016, while about two-thirds of retail and watches and jewellery brands had an account.
  • However, only 70% of accounts were active (posted within the past month) in January 2016 and only 67% were active in October 2016.
  • It’s estimated that Snapchat’s worldwide advertising revenue will jump from $935.5m to $1.76bn between 2017 and 2018.

“Creating a brand presence on Snapchat requires a unique strategy,’ says eMarketer analyst Cathy Boyle. “The more intimate nature of the platform means brands need to think carefully about a new, perhaps more personal, story they can tell about their brand on Snapchat than they would on Facebook or Instagram.”

Image result for brands on snapchat

According to Boyle, inactivity may also be because many brands, which at first focused on building an organic presence on Snapchat, may be switching to advertising on the platform.

Sources: L2, eMarketer

To read the full article, click here

Digital video growth levelling off in Western Europe

According to a new eMarketer report, digital video viewer penetration rates in Western Europe vary across the region, but are generally strong. It’s forecast that digital video viewers in Western Europe will reach 219m in 2017, representing over half the total population. Other findings of the report include:

  • The two largest markets for digital video viewers will be the UK and Germany, with 42.8 million and 40.4 million viewers, respectively.
  • The UK is a mature market, with nearly two-thirds of the population viewing digital video monthly, while Germany’s rate is lower, with 50.1% of the population viewing video in 2017.
  • Consumers in France, Germany, Italy and Spain still tend to be interested in viewing linear TV content.
  • However, it’s expected that Spain will have the fastest digital video viewer growth rate in Western Europe in 2017, increasing by 4.2%.

The Nordic countries – Denmark, Finland, Norway and Sweden – have seen large growth in digital video viewership because of high internet penetration and fast connection speeds. The prevalence of knowing English in these countries correlates heavily with high video viewing, as much of the most popular online video content is in English. Each of these countries will have a roughly 70% penetration rate among internet users for digital video viewing this year.

Source: eMarketer

To read the full article, click here

Mobile trends that will reshape the UK in 2017

More consumers are buying via mobile, interacting with outdoor ads via smartphones, asking digital assistants such as Siri for advice, and receiving location-based ads or personalised mails on their handheld devices, according to a new eMarketer report. The report, titled UK Digital Trends for 2017: Mobile Is the Key, also found that:

  • The UK will be home to 43.6 million smartphone users in 2017 and rank third in the world for smartphone penetration.
  • The UK will also register a greater proportion of tablet owners among internet users than any other country at 68.5%.
  • Over 30% of UK residents ages 18 to 75 who owned or had access to a smartphone in June 2016 admitted to checking their phone in the middle of the night.
  • The number of mobile shoppers ages 14 and older will reach an estimated 40.1m in 2017, resulting in mobile’s share of total UK retail sales climbing from 6.3% to 7.6%.

Image result for mobile trends 2017

Other breakthrough mobile trends for 2017 include location-based marketing, with over 72% of UK agencies and marketers saying they have already used location-based mobile marketing of some kind.

Personalised marketing also has the potential to reach and appeal to individuals more successfully than mainstream advertising. In 2017, eMarketer expects more quantity and quality in this area as more brands make personalisation work for them, with mobile the preferred platform.

Sources: eMarketer, DeloitteIpsos MORI, Pinpoint

To read the full article, click here

New tech helps brands stand out

An online survey of more than 500 UK marketers in the UK has found that using emerging technologies such as virtual reality and augmented reality helps their brands stand out. The survey, conducted by YouGov on behalf of Adobe, the technology firm, and Goldsmiths University of London, found that:

  • 68% of marketers in the UK believe that using emerging technologies in their Christmas campaigns gives brands a competitive edge.
  • 32% say these new technologies help to drive customer loyalty to a brand, while more than half (55%) believe they are useful in attracting potential customers.
  • 31% of marketers see emotional connection as the most effective way to grab consumers’ attention during the festive season.
  • However, the report concluded that widespread usage remains unlikely until Christmas 2017 or beyond, with 32% of marketers saying that using these new technologies in campaigns is just too difficult at present.

“This Christmas, we saw early adopters and progressive organisations harness the power of emerging technologies to engage customers and extend the reach of their brands,” said Dr Chris Brauer, Director of Innovation at Goldsmiths, University of London. “However, the relative lack of awareness and readiness amongst the wider marketing community for harnessing the power of the emerging technologies driving empathetic customer experiences like serendipity and adaptability is staggering.

The research shows widespread lack of recognition and emphasis on the need for brands to market both through and to smart machines for meaningful engagement with customers.”

Sources: YouGov, Adobe, Goldsmiths University

To read the full article, click here

Brand purpose ‘inconsequential’

Few people in the UK feel they are well represented by brands, according to a new survey, which raises questions about the whole concept of brand purpose and marketers’ understanding of their audiences. A report by the Crispin Porter & Bogusky agency based on a survey of 2,007 UK adults found that:

  • Just 13% of respondents felt they were well represented by brands.
  • 42% of respondents felt that tabloid newspapers do not represent them.
    • Comparable figures for broadcast media and broadsheet newspapers were 32% and 27% respectively.
  • Social media, however, scored more highly (49%) than the mainstream media (33%) when people were asked what organisations are “talking to people like me”.

“For all the talk of brand purpose, it is clear that while British consumers might care about brands having a positive impact on the world, for the vast majority it’s not their world in question, and is thus inconsequential to them,” the report said.

“Looking at the research, it seems reasonable to suggest that the 1% who steer things in this country – the government, tabloids, big brands – have never been more out of touch with the 99% who don’t,” said Richard Pinder, chief executive UK and international at CP&B.

Source: Campaign

To read the full article, click here

Commissioned by The CMA







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